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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2025) 17 (2): 111–134.
Published: 03 June 2025
...Vaishali Garg; Abhishek Mishra Purpose Extant rebranding conceptualisation limits its scope to redesigning visual brand identity elements, whereas the practical and academic references suggest otherwise. Motivated by this, this study aims to build a holistic understanding of this phenomenon...
